Inovasi Sosial Media dalam Pemasaran Rumah Sakit Pada Masa Pandemi COVID-19: Literature Review
Managing Social Media as Hospital Marketing Innovation During COVID-19 Pandemics: Literature Review
Abstract
Latar belakang: Pandemi menimbulkan disrupsi layanan kesehatan yang ditandai dengan penurunan kunjungan rawat jalan di fasilitas kesehatan. Untuk meningkatkan kualitas pelayanan kesehatan dan mempertahankan kunjungan di era pandemi diperlukan suatu strategi marketing yang jitu dan adaptif terhadap kondisi yang ada.
Tujuan: Penelitian ini bertujuan untuk mendapatkan gambaran mengenai perubahan strategi marketing rumah sakit di era pandemi COVID-19 melalui metode penlusuran literature.
Metode: Literature yang bersumber dari Google Scholar dipilah berdasarkan kesesuaian degan topic dan dikaji berdasarkan populasi, intervensi, comparation, dan outcome).
Hasil: Berdasarkan hasil penelusuran literature, ditemukan faktor yang menghambat strategi marketing di era pandemi adalah hambatan dalam pelaksanaan kegiatan langsung dan hambatan akses pasien ke rumah sakit. Pemilihan platform media sosial dan pembuatan konten yang menarik dan edukatif dan sesuai dengan kebutuhan audiens seperti TikTok dapat menjadi strategi rumah sakit dalam membentuk kesan branding sekaligus memberikan edukasi kesehatan pada masyarakat.
Kesimpulan: Kesan Branding rumah sakit dan meningkatkan loyalitas apabila diikuti pula dengan penguatan dimensi produk seperti kecepatan pelayanan, kemudahan proses administrasi dan kemudahan akses layanan kesehatan. Dalam mengelola media sosial dibutuhkan tim yang mampu memberikan informasi yang menarik secara teratur, dan berespon cepat (real time) terhadap aktivitas pengguna sosial media terhadap informasi rumah sakit.
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